The two days of the Purim (Feast of Lots) holiday, marks the pinnacle of intensive marketing activity that commences the previous June. The costumes market is a seasonal one, and the name of the game in this market is TV hit-shows, that account for 40%-50% of the total costume consumption. The Purim costumes and accessories market is estimated at $1.5 million. A number of manufacturers, all vying for the heart of the youthful consumer and his or her parents’ pocket-books, got the concession for the manufacture of costumes copied from TV series and movies.
Shoshi Zohar, costume manufacturer and concessionaire: "We keep track of the market throughout the year and sense what the hits will be. Purim hits derive from popular television series. Several months before Purim, market surveys are conducted among target publics (the 6-14 age-groups), and, based on their findings, we decide what to go in for. This year it transpired that, among children, the leading and most popular television series are the Masked Rider and VR Troopers. Also, the Power Rangers TV series proves to have lost none of its appeal. We are all set with a sole concession for all the hits. Moreover "children are very curious and take a lively interest in extra-terrestrials which, I am willing to bet, will be one of this year’s Purim hits".
The demand for costumes varies from one area to the next. The considerable influence of popular TV series on children makes itself felt in the Dan region, most of whose costume consumption relates to those series. In Zohar’s opinion, this influence will spread this year also to other areas. In religious and ultra-orthodox areas, the demand is primarily for classic costumes. Jerusalem, Bnei Berak, Ra’anana and Haifa show a clear preference for Queen Esther dresses, folk costumes, "princeling" outfits etc.
This market is developing a preference for more splendiferous creations. Religious circles are good consumers of Purim costumes. They account, according sources with good access to the industry, for some 20% of total Purim costume consumers.
Hypertoy general manager Ofer Gensher says that in the ultra-orthodox sector, those participating in Purim festivities hail from all age groups. The leading costumes in this sector are inspired by tradition: The High Priest, the Tables of the Law, soldiers, Queen Esther and Mordechai.
Gensher: In this sector, use is made of costumes not only at Purim but throughout the year, at events such as weddings, Bar Mitzvahs, receptions and other joyous occasions. The ultra-orthodox sector ascribes great importance to the quality of a costume, since next year it will have to serve another child from the same family".
According to Shoshi Zohar, the habit of getting dressed up on Purim now extends also to higher age-groups. A diverse costume collection is designed for almost every age group. The biggest "costume-addicts" are 6-14-year old children. This year’s hits will be priced in the range of NIS 140. ET costumes will cost NIS 149 and classic costumes about NIS 100. Prices for accessory kits range from NIS 15-100.
Another growing market is that of costumes for adults, who customarily buy accessory-kits and masks for Purim parties. Elementary and prep schools expect pupils to come costumed on Purim, thus also boosting awareness of the subject, not to mention sales.
This year, Zohar is also marketing special baby kits. These consist of an extensive line of 60 pinafores with hats in 14 styles featuring cats, rabbits, chicks, lions etc., which are marketed at NIS 15-25.
Israeli importers and marketing agents are also competing for franchises for outstanding costume figures and the right to market them. Toy importer and marketing agent Hasbro Israel obtained the marketing rights for the original Superman costume in Israel. The rights were conferred by EC Comics, Warner Brothers and its Israeli representatives, the Brothers Milchan. The Superman costume will join the Batman outfit being marketed by Hasbro for the second year in succession. The price of the costumes for children aged 2-12 is NIS 120.
There has recently been a heavy demand for Disney costumes. The Jungle Book fan club has received letters enquiring about the possible purchase of the original costumes of the musical. This is reported by the managers of Fiesta, which specialises in the manufacture of costumes. The decision reached, together with the producers of the musical, was that a series of costumes will be designed on the lines of the outfits worn by the various characters. Those purchasing costumes will be eligible to take part in a raffle for prizes.
Company manager Yisraela Levy plans a new series of popular costumes every year.
The costumes are marketed also by the toy marketing chains, Hypertoy, Toys-R-Us, Hamashbir LeZarchan and toy-stores specialising in the sale of costumes. More original costumes, especially for adults, are to be found in the Lev Tel-Aviv warehouse, which also rents out costumes depicting the heroes of plays and shows.
Hypertoy’s Gensher: "The outlook for the sale of costumes and accessories by the chain is estimated at NIS 3 million. Our preparations for Purim include having sales clerks wear Purim costumes. The costumes display will be roomy, costume posters will decorate the walls of the stores and Purim songs will be played over the loudspeaker. Ready-made packs of Purim goodies will be sold in the cash desk area".
The Toys-R-Us chain also offers a diverse range of about 100 costumes and 400 types of accessories such as wigs, masks, make-up kits, clowns’ shoes etc. Toy-R-Us have some exclusive costumes such as a Dalmatian dog priced at NIS 65, Winnie the Pooh priced at NIS 115, Buzz Lightyear at NIS 125 etc.